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- Title
MARKETING COMMUNICATIONS IN NONBUSINESS SITUATIONS OR WHY IT'S SO HARD TO SELL BROTHERHOOD LIKE SOAP.
- Authors
Rothschild, Michael L.
- Abstract
In order to effectively use marketing communications techniques for public and nonprofit sector problems, one must consider the extreme differences between these and private sector problems. Major differences may include the presence of very high or very low involvement, issues offering few perceivable benefits to individuals, and high monetary prices. A framework for considering very high and very low involvement cases is considered and options for marketers are presented.
- Subjects
GOVERNMENT marketing; NONPROFIT organizations -- Marketing; MARKETING; PUBLIC sector; PRIVATE sector; COMMUNICATION; MARKETING strategy; MARKETING research; COMMUNICATION in marketing
- Publication
Journal of Marketing, 1979, Vol 43, Issue 2, p11
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250737